When you think about traditional marketing roles, how would you define them? Odds are adjectives like ‘right-brained’, ‘creative’ and ‘visionary’ come to mind. While these are still key characteristics of a successful marketer, there is a new, potentially unexpected qualification to add: data scientist.

As ecommerce budgets tighten, organizations expect marketers to use data to answer tough questions like "Why we should do this?" and "What should we do next?" These questions are almost always answered with data.

In this whitepaper, we explore the new skills that today's B2C marketers are expected to have, including:

• Descriptive Analytics

• Predictive Analytics

• Prescriptive Analytics